Walmart Family Gatherings

When GlobalHue tasked PaintBox Labs’ creative consultancy team to develop targeted work for Walmart that could also be leveraged against general market audiences, we knew that they had heard and internalized our message that targeted creative does the double duty of connecting in real emotional ways with its target, and when executed well, is actually a smart way to reach broader audiences.

KINDRED THE FAMILY SOUL

If Walmart wanted to communicate with these audiences using real influencers who connected passionately with their followers, and represented the values of family and sharing, no one exemplified this more than the indie soul — Husband and wife — duo out of Philadelphia – Kindred the Family Soul. The couple had six children, were already devoted Walmart shoppers and their very name embodied their essence and it wasn’t hype.

DEEP CONNECTIONS

The creative team at PaintBox Labs captured that essence and created a memorable TV spot “and branded content” that tapped into what made this group so special, their deep connections with community and family. When creating the commercial, it was clear that authenticity was paramount for this family so In order to guarantee this authenticity, PaintBox Labs collaborated with the group in the writing and production of original songs that could be used in this commercial and possibly others.

OUR SONG GOES ON TOUR

The song selected turned out so well and rang so true, that the group incorporated it into their subsequent concert dates after the commercial production. The collaboration continued with the development of promotional materials for the group’s “Kindred the Family Reunion” and “Celebrity Softball Game” as well as drop cards and t-shirt giveaways for their summer performances, including the prestigious Essence Festival in New Orleans.

Consumer reaction across all social media platforms was overwhelmingly supportive. The spot and branded content generated millions of impressions from views, posts and shares. Testing against the target further confirmed that it takes more than casting to create true relevance and emotional engagement with a brand, it also takes cultural and executional insights.